The document provides guidance on developing a positioning statement and value proposition for a business. It advises identifying what you are excellent at, who your ideal customers are, and what value they want. It then presents templates for crafting a positioning statement in the form of "I do this for them" and a value proposition as "My skill/expertise achieves that desirable outcome."

1. The DIY formula’s
You now know what you are excellent at, and who your ideal customers are,
and what they want. You know where the true value is – that intersection of
what you are great at, where you are different, and what the customer wants.
Posi%oning
Statement
Structure
I
am
_________________________
To
_____________________________
(Posi,on…Title…Role)
or
“for”)
(Target
Market
clients)
End
result:
“I
do
(this)
for
(them)”
Value
Proposi%on
Structure
I
____________________________________
So
that
_____________________________
(“do
this”….achieve
this
outcome/benefit”)
(segway)
(Describe
benefit)
End
result:
“My
(skill/exper<se)
achieves
(that
desirable
outcome)”
The
Value
You
Create
Outcome
the
client
wants
What
compe,tors
offer